Comments on: PPC Advice from Yahoo

By: Mike Moran

Mike Moran — Sun, 20 Jan 2008 10:34:32 +0000

Thanks again, Jeff. I see companies falling into the out-of-context metrics trap constantly, too.

By: Pay Per Click Advertising Roundup | January 15, 2008 through January 18, 2008 | Apollo SEM

Sat, 19 Jan 2008 02:47:12 +0000

[...] PPC Advice from Yahoo – I enjoyed reading Jeff’s thoughts about a recent Y!SM blog post. [...]

By: Jeff Hudson

Jeff Hudson — Fri, 18 Jan 2008 15:04:34 +0000

Thanks for clarifying Mike.

Your first 2 points get at what I see quite a bit with a lot of advertisers/clients. They are focusing on 1 or 2 things – ad rank, CTR, CPC, etc. Those metrics are almost always misleading when taken out of context.

I did enjoy the post and will look for more in the future.

By: Mike Moran

Mike Moran — Fri, 18 Jan 2008 13:37:38 +0000

Thanks for the kind words about the post, Jeff.

You’re absolutely right about the need for marketers to accept lookers because they will eventually become buyers. (I’ve written about this extensively in my books.) I was trying to point out that you have to measure how many of them actually become buyers, rather than focusing only on traffic and assuming that more traffic automatically turns into more buyers. Perhaps I might have worded it better, but that was what I was trying to say.

Thanks for the feedback so that I could clarify my point.